4. Aligned with customers’ changing mindsets and need-states at different stages of the buying journey

5. Integrated with automated marketing (if relevant)

6. Built on effective strategies to deepen the customer relationship and enrich the customer experience

DESIGNED TO CREATE CONTENT CUSTOMERS

7. Shared through high authority sites to build trust

8. Created intentionally to enhance long-term brand attributes as well as enable short-term sales

9. Developed with the express purpose of acquiring new customers and keeping the customers you have

10. Proven to increase long-term profitability

When you consider content from this point of view, it becomes clear that simplistic ‘one size fits all’ approaches won’t work. A more strategic approach is essential – especially where resources need to be applied at critical points in the customer journey.